An emotive, people-first brand refresh for a leading equity firm.


Inflexion is a private equity firm that has grown significantly over the recent years, joining the status of a mid-tier firm while keeping its entrepreneurial brand values intact. The success and the personality of the brand, though, weren’t reflected in their marketing collateral – a large volume of various executions without an appealing and streamlined look and feel that made the brand recognisable and capable of standing out.


We wanted to give Inflexion a brand refresh, so we started by finding out what makes them different and valued by their clients. We discovered that they’re people-based, dynamic, hands-on and supportive – a breath of fresh air amongst other private equity firms. Around that, we built a brand identity that shouts “people, people, people!”. The photography is bold and tells inspiring stories, while the copywriting and the typography reflect the brand’s nature by always combining two elements: strength and capability on one side, powerful, relatable emotions on the other. We successfully executed this across their numerous channels and deliverables (including email, print, video, presentations, website and social) and gave them a distinctive style that doesn’t go unnoticed.